Learn the basics of Search Engine Optimization with these how-to slides.

1. INTRO TO SEO BY

2. What is SEO?
How SEO works
Moz Toolbar
Intro to SEO

3. SEARCH ENGINE
OPTIMIZATION?
The visibility of a website or a web page in a
search engine’s unpaid search (organic) results
WHAT IS

5. HOW
SEO WORKS

6. URL STRUCTURE PAGE TITLES KEYWORDS
META DESCRIPTION H1 & H2 TAGS ALT TEXT LINKS
FACTORS THAT GO INTO SEO

7. URL STRUCTURE
URLs should be consistent throughout your website
and reflect the path users take to get to that page.

8. URL STRUCTURE
For example, if a user reaches a page through your
Services page, the URL should be:
www.domainname.com/services

9. URL STRUCTURE
Business name
Primary keywords
Hyphens (used sparingly to
avoid looking like spam)
What to include in links:
QUICK TIP

10. PAGE TITLES
Page titles should have the same structure
throughout all pages on your site and reflect
the page title in your URL.

11. PAGE TITLES
It’s also important to include the primary
subject and keyword for that page at the
beginning of the title.

12. For best optimization,
keep your page titles
between 50 – 70
characters long
QUICK TIP
Length of titles
PAGE TITLES

13. KEYWORDS
THE MOST IMPORTANT SEO
ELEMENTS FOR SEARCH ENGINES
WITH MILLIONS OF SEARCHES A DAY, SEARCH ENGINES USE
KEYWORDS TO DECIDE WHAT THEY SHOULD REFER VISITORS TO
WHEN SEARCHING A SPECIFIC KEYWORD OR CATEGORY.

14. KEYWORDS
very broad and have
very high search
volumes
LONG-TAIL SHORT-TAIL
more specific and
give better results as
they hone in on a
user’s specific
interest
Example:Example:

15. META
DESCRIPTION
Meta descriptions are a website’s
opportunity to entice a user to click-through.
They tell users what they can expect to see
on your site before clicking into it.

16. • 155 characters or fewer
• Should be unique to each page
• Should incorporate primary
keywords
• Should be easy-to-read and
provide a compelling description
QUICK TIPS
Meta Description Best Practices
META
DESCRIPTION

17. H1 & H2 TAGS
Heading tags are used by search
engines to differentiate the overall
theme of each page.
H1
H2

18. ALT TEXT
Alt text makes your website’s images SEO friendly.
The text description you provide for an image helps
give search engines an idea of what the image
represents and what the context is.

19. INTERNAL LINKS
Internal links are the highlighted text that take
users from one page to a different page within the
website. They allow users to navigate and help
establish hierarchy for the given website.

20. EXTERNAL LINKS
External links, when clicked on, bring users to a
new page outside of the website they’re
currently visiting. External links help provide
context and additional information.